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Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Opinion

Gareth Kay argues that the industry should be more careful about how it uses the word ‘brand’, as it is in danger of becoming an empty phrase that will not help marketers connect businesses with their potential customers.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This case study details how Whitworths, a dried fruit, nuts and baking company, repositioned its Shots snack brand to increase sales and make it distinct among Whitworths products in the UK.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

News

LONDON: A masterbranding strategy may be seen as especially appropriate in the current economic and media environment, but an industry figure advises caution and suggests marketers consider the three As of ambition, audience and adaptability.

Article

This article explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Case Study

This case study describes a brand re-launch by Masglo, a Colombian nail polish brand, which built an emotional connection with women.

Article

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.

Case Study

This case study describes how Certsure, a market-leading umbrella company for electrical certification in the UK, created a refreshed brand to deal positively with a merger and maintain member numbers.

Case Study

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

Case Study

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

Article

This article argues that an organisation can never fully prepare for fast-changing market factors, and that only a culture set firmly in place can allow for agile reactions to real time forces.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Article

This essay argues that cultural personalization is a simple and effective 'third way' between digital tools on autopilot and cultural appropriation.

Article

This event report addresses Coca-Cola's attempts to experiment with product personalisation, an area which poses challenges as well as opportunities for brands.

Article

This article argues that business can learn from the art world about the principles of value in order to better understand consumer expectations.

Case Study

This case study details how Australia's number one muesli brand, Carman's overcame tough market conditions to achieve a 21.2% increase in baseline unit sales.

Case Study

This case study demonstrates the redesign and rebranding techniques of Soft & Gentle, the UK's original non-sting deodorant, that rescued dwindling sales, and ensured greater visibility and awareness.

Case Study

This case study details a re-branding campaign for Genius, the gluten-free brand, responding to growing pressure in the UK in an increasingly mainstream market.

Case Study

This case study describes how The Yorkshire Post reassessed its business model and focused its brand identity by reinstating the 'The' in its name.